Communicating Mine Action - GICHD · What is the best way to reach your audiences? • Personal...
Transcript of Communicating Mine Action - GICHD · What is the best way to reach your audiences? • Personal...
Communicating Mine Action A tool box
Creating understanding, visibility
and engagement
Why communication?
- Manage your reputation
- Create awareness for the cause of Mine Action
- Improve visibility of the organisation
- Relate with your stakeholders
• Maintain existing stakeholders interested and engaged
• Create new relationships and partnerships, opportunities for financial support
• Demonstrate commitment, success, results, impact
Why communication?
Communication that is truly impactful is not just about communicating
facts.
It’s about building relationships.
• Rapport: Do your stakeholders feel connected to the organization?
• Communication: How are you keeping in touch with your stakeholders?
• Impact: Do they know what you have accomplished?
Fact: 60% of donors stop giving because they don’t feel connected enough.
Building Relationships
Who do you want to reach?
• Local and national governments/politicians • Influencers and opinion leaders, community leaders, religious leaders • Government donors and partners (national and international) • Private donors and partners • Mine Action community/ human security actors • International organisations • General public • Media (local, national, international)
Do not forget: engage with your own governance, management and staff!
Define your target audience
What is the best way to reach your audiences?
• Personal contact: meet in person with your primary partners regularly
• Print: publications, brochures, infographics, banners, posters
• Digital: websites, social media, email alerts, newsletters
• Audio-visual: films, animations
• Events, campaigns: public events, digital campaigns, shows, demonstrations
• Media: media relations, media coverage and monitoring
• Corporate Identity: logo, presentations, gifts, stationary, staff outfit
Define your communication channels
What are the best arguments for the different audiences?
• What arguments are important to them?
• What do they base their decisions on? (especially donors) /
• What are their requests (formalities, data, …)
• What are the topics they are interested in (ex: women, environment, health, …)
• What triggers their emotions?
Define your arguments
Arguments: From activities to vision
Vision
Mission
Strategic Objectives
Goals
Objectives
Activities and Milestones
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Accomplishments to achieve the strategic objectives
What is the future state of the mine action sector in your country
The reasons for your institution’s existence
Steps toward accomplishing a goal
Actions to be accomplished to realize an objective
Priority areas required to achieve the vision
• Tracking and organizing data
• Data = information = basis of your communication
• What you need:
• Continuous information gathering
• Reliable, consistent information
• Transparency in activities and spending
Demonstrating Impact: Data
• Harnessing data:
• Humanitarian and economic
• Concrete information
• Link data to impact:
• X km2 of land cleared
• X km2 of land put into productive use
• # of families back home /jobs created
Demonstrating Impact: Data
Ask yourself: • What is the real story behind the numbers? Human story! It is not about km2 cleared, but about what it means for the people!
• Saved lives • Dignity • Livelihoods • Access to health, school • Etc.
From Data to Emotions
Your role is to demonstrate your role in these success stories
• Track record of progress made, projects completed
• Find people whose lives changed thanks to your action The more detailed and impactful, the better!
• Leverage your skills & experience! Remember: Nobody knows your organisation/programme like you do
Telling Your Story
The formula is simple:
• Use powerful statistics to show progress: data
• Bring it to life with a personal narrative: human story
• Make it visual: add photos and/or videos
• Be consistent, clear and simple!
Success Stories
• Who Identify your stakeholders
• What Define needs of stakeholders
• How • Create and maintain engagement
• Consistency in communication and relationships
• Simplicity in communications
• Transparency in operations, spending
• Make it human
Key points
Examples: Events
Examples: Media and public speaking
Examples: Awareness campaigns